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Survey Report

Front-TBI measures a brand within the market or industry, which are the most recognized by the consumer. The positive impacts are proven through the increase word of mouth (WOM), which is a costless advertising and highly effective compared to other methods of promotion. Furthermore, the analysis provides an added value to organizations, especially in the decision making process.The process of data collection is done via omnibus surveys with a purpose to calculate the penetration level of a brand. The omnibus method allows decision makers to have an extensive vision of the market in an industry. Top Brand Index also acts as a benchmarking tool to set an evolving standard in a dynamic market.

Value Of Top Brand Index Report Outline

Output Illustration

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Top Brand Index Result Diagnosis

Top Brand Index is measured using 3 parameters: Top of Mind (TOM), Last Usage (LU) and Future Intention (FI). One thing to note about the 3 parameters used in Top Brand Index is its possible application in performing brand position diagnosis.

This is done by comparing the ratio of TOM to LU (TOM/LU) and the ratio of FI to LU (FI/LU). TOM/LU shows the ratio of number of people who place a certain brand in their top of mind to the number of people who actually use the brand. FI/LU shows the ratio of number of people who intend to use the brand in the future to the number of people who actually use the brand.

The values of TOM/LU and FI/LU are subsequently plotted in a Cartesian system where TOM/LU is the x axis and FI/LU is the yaxis. The plotted area is divided into 4 parts, with the criteria: TOM/LU and FI/LU is less or more than 1. Those four parts are designated as MX, MY, NX, and NY zones, as shown in the following diagram:

Brand Diagnosis Matrix

Source: Frontier Consulting Group

What Each Zone Means

First is the zone where TOM/LU is less than 1 (Zone M). The brands in this zone usually are those that who “welcome” switchersfrom other brands and have good potential in the future. It is possible that they have less amount of promotion, as may be shown in their share of voice, compared to their competitors, or have less effective promotion compared to their competitors. Besides that, the brands in this zone M are relatively more affordable than those in zone N.

Second is the zone where TOM/LU is more than 1 (zone N). The brands in this zone generally are brands that are “old”, popular, and/ or premium ones. There is a good chance that these brands have a problem with consumer acquisition because the number of people who remember the brands (TOM) is higher than the number of people who actually use them.

Third is the zone where FI/LU is less than 1 (Zone X). It is very likely that those in this zone have consumers who are not very satisfied and show indications to switch to another brand in the future.

Fourth is the zone where FI/LU is more than 1 (Zone Y). It is very likely that the brands in this zone have relatively high consumer satisfaction level and have underlying assets, products or services, which are of good quality. The brands in this zone also show brand attractiveness in the future. Consumer loyalty in this zone is relatively good.

The meanings or interpretations of the zones can then be assigned according to the position of a brand. For example, Nokia or Sony Ericcson currently belongs to zone NY (source: Frontier Consulting Group TOP BRAND surveys). From their position we can say that Nokia or Sony Ericcson are popular brands and there is a good chance the number of users of these two brands in the future will increase.

By making this diagnosis, marketers can identify the strategic position of their brands and formulate an accurate strategy in order to improve or maintain their position. However, this matrix cannot be used independently. The whole information from the 3 parameters in Top Brand Index is required. Therefore, the frameworkof Brand Diagnostic includes both Brand Diagnostic Matrix and Top Brand Index.

For marketers in Indonesia, the biggest challenge is the fact that 90% national companies do not routinely perform measurements on their strengths. 50% or more of those who do, lack determination in making diagnosis in order to get information for the purpose of designing strategy for future brand-building.